A few years ago, in my role at that time of international business development, I experimented with LinkedIn Ads – mainly as a quick and useful way to reach an audience in Asia and Australia from our Middle East hub. It struck me very quickly that ‘digital never sleeps’! Inevitably I would arrive in the office at 9:00am and the first task was to attend to the responses to our online activity, before moving on to the day job.

Twitter Never Sleeps

Whilst that’s true of any Social Network, it was interesting to read a recent blog in the Huffington Post called A Scientific Guide to Posting Tweets, Facebook Posts, Emails and Blog Posts At the Best Time. Even before I digested the content I felt that I could easily predict what the expert opinion would be, and indeed some of the sound bites given were…

  • Twitter engagement for brands is 17% higher on weekends.
  • Friday, Saturday and Sunday has higher CTR (click-through rate) than other days of the week.
  • Engagement is 32% higher on weekends.

The upshot of this is that, in this new world of Digital Marketing, companies must adapt to change. If you’re building a following through Twitter or Blogging you need to be prepared for constant engagement.

Digital support of Live Events

When looking at exhibitions and other corporate events, including CSR/community engagement activities that may take place at weekends, it is clear that marketing professionals need to have a flexible approach to their work pattern.

For example, the recent Strive Challenge, and our provision of a Social Wall (courtesy of LiveStax) created a need to be online almost 24 x 7 as the participants made their journey from London to the Matterhorn. You need to be fully engaged and conversational using Twitter to ensure this is a successful communication strategy. In testament to this, our Twitter engagement increased by 50% during the second week of Strive Challenge, the majority of which came about from evening and weekend engagement.

Just how this is achieved will depend on the person and their other commitments, of course. One interesting approach is that taken by Moz CEO Rand Fishkin – but it won’t necessarily work for everyone. Each person will need to find their own route to integrating social media with the other demand of the working day (however that day is structured).

How full is your glass?

The one thing that is clear is that social media not only provides a great opportunity for the business, but also a challenge for the marketing professional and other executives who want to participate. A glass half-empty approach would focus on the potential for playing havoc with a sensible work/life balance. On the other hand, a glass half-full mentality identifies the chance to break away from the 9-5 drudge and be more creative with one’s working hours. In this respect, the power and connectivity of smartphones and tablets, combined with some very smart apps, makes it very easy to meet the challenge and raise a toast to it with your (at least) half-full glass.

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